News & Events

Highmark Unveils Bus Shelter Ad Campaign

Highmark's new advertising campaign running on one of Lamar Advertising's bus shelters in Pittsburgh.

Lamar Advertising Company's bus shelters have a key role in a Highmark marketing push.

The downtown Pittsburgh-based health insurer on Thursday unveiled a North Side bus shelter that has been decked out for the football season. The shelter is located between Heinz Field and Carnegie Science Center and here’s the twist: pictures taken at the shelter may appear on a big digital billboard nearby on Reedsdale Street.

“This integrated consumer experience is a small way to show Highmark’s commitment to the community and the amazing fans who live here,” Marketing Vice President Tony Ryzinski said in a prepared statement.

One of Lamar Advertising's bus shelters in Pittsburgh was transformed into a football stadium for Highmark's campaign. Fans who take photos inside the shelter and upload to social media will have a chance to be featured on Lamar's digital billboard outside the stadium.

The cost of the campaign was not released. Also part of the campaign will be a Highmark banner for a light rail car, which serves North Side and will ready for Sunday’s Steelers game at Heinz Field.

During a cold snap last winter, Highmark used warming stations at bus shelters to promote Community Blue, a low-cost limited network health insurance plan. The warmers were installed at four locations downtown as the mercury plunged below zero.

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